Develop your brand message about what clients want, not what they need.

One of the best ways to become a commodity service provider is to do what all the others are doing, right? Copy their material, list as many services as you can on your website, load every professional organization logo in your arsenal, and hope that your "generic service" stands out from your competition. If you think about it, that really does not convince your prospects, does it?

Would it not be better to develop your headline copy and images that solve a problem for your client? Take yourself out of the picture of what you want to sell and communicate to your prospects what they get if they hire you. 

Ex:

1) Los Angeles CPA offering Accounting Services

Versus

2) Discover your best opportunities for increasing profits with an immediately actionable accounting review

Option 2 defines what the prospects will get (free actionable review) and how they will benefit (increased profits). 

3) Los Angeles CPA offering Accounting Services

Versus

4) Energize your restaurant profits with our free cash flow modeling.

Option 4 defines what the prospects will get (free cash flow modeling) and how they will benefit (restaurant profits). 

5) Los Angeles Retirement Planning

Versus 

6) Save Two Times What Your Father Retired On... All Before You Turn 45!

Option 6 highlights what the prospect fears (having enough to retire on), and how they can get there (by you showing them how much they have to save to hit their number).   

If you can organize your thoughts in the same manner, you will start converting more visitors to clients. Visitors' attention spans are short. They ignore the expected, and stop and engage with the unexpected. Keep your message or target market focused to one main niche and sub group. Focus your communications and get more leads than ever. Do not try to speak to everyone. Speaking to a few qualified leads will generate much more in the way of lead conversion. Best yet, word of mouth generated within these communities can be exponential.

  • Lee Reams II

  • I am a marketing junkie who has spent the last 20 years developing and executing "best in class" word-of-mouth marketing campaigns. With over 10,000 happy clients I think we are on to something. The explosion in web marketing and social media have redefined the way independent professionals market their practices. Follow my blog to see if you can take some of our actionable ideas to market your own practice.

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